A little while ago, it revealed a slate of follow-ups coming this year at an Massive Inc. upfront. An upfront is where publishers showcase their upcoming lineup to advertisers and are a new practice for games. Upfronts occur every year for TV and movies.

The idea is quite simple really -- to get advertisers pumped to buy more ads in games. Massive is a Microsoft-owned firm that did the Barack Obama ad in Burnout Paradise.

At the meeting, Activision Blizzard showcased new games that would make sense for in-game ads, including the vaguely titled "Guitar Hero 5," which included a screen shot of gameplay with a Burger King ad to the right of the note highway.

The publisher confirmed rumors that Tony Hawk will be different this year. "You're not going to be playing this game with a controller in your hands," said the company.